SOCIAL MARKETING CAMPAIGN TO INSPIRE GENERATION Z AS DONORS OF THE INTERNATIONAL NON-PROFIT ORGANISATION: A CRITICAL ANALYSIS OF WORLD WILDLIFE FUND, INDONESIA

• Main Author: Kurniawan, Davin
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/36096
• Institution: Institut Teknologi Bandung

Generation Z as digital natives have become the potential fastest-growing market segments after millennials. Number of population and the characteristic personality of generation Z as an I-generation are a big challenge for non-profit organisation in the future emerging markets. The study aimed to identify the way to inspire generation Z as potential donors of non-profit organisation and to explore generation Z perspectives related to the usage of interactive media as marketing communication of social marketing campaign conducted by World Wildlife Fund-Indonesia. With a critical and comparative analysis of #SOSharks and #BeliYangBaik as social marketing campaign conducted by World Wildlife Fund-Indonesia, this research used quantitative approach to analyse responses of generation Z by using structured questionnaire with a simple random sample size of 385 generation Z respondents in Jakarta and Bandung, Indonesia. The researcher used a comparative-descriptive analysis in the study and an analysis of variance hypothesis testing tools. The result of the research shows that the implementation of interactive media as marketing communication channels of social marketing campaign conducted by World Wildlife Fund-Indonesia has a positive impact on inspiring generation Z as the potential donors of an international non-profit organisation. In the other side, the finding also shows that there are several consideration factors and existing actors influencing generation Z decision-making process toward social marketing campaign. An integration and collaboration between each element that influence generation Z decision considerably needed, so it could optimise value creation and inspire generation Z as potential donors of the international non-profit organisation.